Beyond Buzz

I'm reading a new book at the momentBeyond Buzz: The Next Generation of Word-of-Mouth Marketing by Lois Kelly. Her publisher was very kind to send me a copy after reading my post on Seven Reasons why Small Firms Should Blog and thinking I would enjoy it.

I'm only a couple of chapters in but this is one of those books where I keep saying "yes, yes, yes" in my mind (you look odd if you start saying that out loud randomly on a plane). It's also one of those books I want to share with lots of folks in our marketing organization. I'm no marketer as regular readers know but this isn't so much marketing as common sense. Lois talks a lot about conversations and companies not owning the conversation any more and also about creating an emotional connection with your audience (Apple anyone?).

 

"Find interesting ideas people want to talk about"

a novel idea for many companies (us included at times) who provide brochure speak...

There is so much we can learn from this but it hides a larger problem that in some organizations, this requires cultural change too. It requires either a top down change or more likely a "JFDI" approach to force a change.

As I often do these the days, I look in the back of the book first and finding Seth Godin, Ray Ozzie and Hugh MacLeod all referenced I kind of knew I was going to enjoy this. Word of mouth marketing is what I love doing and if you have any interest in it, I'd highly recommend grabbing a copy. Guy Kawasaki reviewed it long before I did and is much better qualified to recommend.

If you want to get a quick insight of what it's all about check out the book's website and Lois' blog.

Download the exec summary ebook

thanks Lois and Nettie!

Comments

• Anonymous
  September 11, 2007
  PingBack from http://msdnrss.thecoderblogs.com/2007/09/11/beyond-buzz/

• Anonymous
  September 11, 2007
  Thanks for the tip. I was looking for a new book to read after that one from scoble and the Long Tail from Chris Anderson. Just finished ordering this one. I Hope to have it at home in a couple of days so I can start with it.  

• Anonymous
  September 12, 2007
  Hey Steve, Thanks for the post; glad you're enjoying the book. And yes, so much is common sense. But in this Web 2.0 world it's been easy to get swept up in the technology and widgets and forget  how to connect with skeptical, overwhelmed people. FYI: people say that the "What We Believe In" questions in Appendix on pp 206-207 is especially useful. Best, Lois

• Anonymous
  September 12, 2007
  pleasure Lois - hope to get to that bit on my flight back from Seattle this week :) Steve